Thaely: The Pune Sneakerhead Making Sustainability Cool Again
In 2017, Ashay Bhave, then pursuing a bachelor’s in business administration, came up with a groundbreaking idea of converting plastic into sneakers to create an ethical product as a personal design project. In 2019, he presented it at Amity University Dubai’s Eureka startup pitch competition, where it was awarded the first prize. Thus, Thaely's shoes born out of sheer passion have transformed into a sustainable and flourishing business over the years.
The initial seeds were planted when he learned a staggering truth through his mother, who worked in a waste management facility. Thaely recycles 10 plastic bags and 15 plastic bottles to make one pair of shoes, also encouraging their customers to return used Thaely sneakers in exchange for discounts.
Despite the proliferation of plastic, only a small percentage of those get recycled. According to a report, it is estimated that more than 460 million metric tonnes of plastic are produced every year, with close to 20 million metric tonnes of that going towards waste, an amount expected to significantly increase by 2040. Apart from the landfills, this goes into aquatic systems too, acting as a major driver of biodiversity loss and ecological degradation.
As a sneakerhead deeply engrossed in hip-hop culture, creating a sustainable sneaker brand felt like the natural choice. Her mother actively took part in small-scale waste management plants in their neighbourhood. In fact, his earliest design project was creating a label for vermicompost produced by her plant. It was also the first time he used Adobe, laying the foundation for combining creativity and purpose.
Their push for environmentally friendly practices goes beyond the product. Their packaging boxes are made from recycled paper, dyed with waste coffee grounds, and embedded with basil seeds. So, you plant their box in your backyard and voila – you can watch the basil sprout, creating a small herb garden. You essentially get a garden starter pack free with your sneakers, an irresistible offer indeed.
Apart from their main USP, viz-a-viz the sneaker, Thaely also sells a convertible vest tote, which can transform from a vest into a full-size tote. Earning the Best Sneaker Award from PETA in 2021, Thaely has positioned itself as a brand where one doesn’t have to sacrifice style at the altar of sustainability.
Think of fashion labels, or waste segregators, and we must have heard of the sweatshops, where people toil away in inhumane conditions for a pittance, but this brand seeks to change that. Along with the environmentally friendly crusade, Thaely also claims to offer fair wages to its waste pickers. Additionally, they also provide financial and health-related education, nutritious meals, and sufficient breaks, especially during harsh weather.
A circular economy advocates a system of minimising waste and utilising the maximum potential to avoid it from becoming waste. So, rather than discarding, one has to find ways of reusing materials. Thaely also provides a special discount to customers who return their old sneakers.
Despite the awards and accolades, their journey was filled with ups and downs. In the early stages, manufacturers refused to take the idea seriously owing to the unconventional materials that were being used. Along with financial hurdles, product issues, and production delays would also become stressful hurdles to overcome, but Bhave persisted in his raison d'etre of making something that wouldn’t harm Mother Earth.
For the last three years, they’ve been accruing a revenue of Rs 2-3 crore annually. This, consistently combined with its push to grow audiences in India and internationally, has positioned them as a strong player in the market, where one doesn’t have to sacrifice style for sustainability.
Asked about what he had learned from all these years of building Thaely, he beautifully summarised his business mantra for young, upcoming entrepreneurs.
‘For young entrepreneurs, my advice would be to focus on creating something genuinely meaningful instead of chasing trends or validation. Also, learn every part of your business yourself in the beginning because it gives you a much stronger foundation later on.’
Consistency matters more than motivation, and Bhave’s journey is a testament to that truth. Ashay Bhave and Thaely have had a commendable story, but the real question is whether sustainability can be made desirable for a younger audience that gravitates towards products aligning with their values. This brand proves that both can coexist simultaneously.